A key consideration in email marketing: How often should I send newsletters? Some are cautious, others send daily.
3. december 2025
In this article we have gathered our experience of how to find a suitable frequency for your newsletter – one that both produces results and shows consideration for the people receiving your mail.
When the communication makes sense to the recipient, a higher frequency has a positive effect. That is because content is judged first and foremost on relevance – not on quantity. Many people will be glad to hear from you (more often than you might think, too), as long as your content is of interest to them personally. And if you can also turn the frequency up and down as you learn more about the recipient's behaviour and preferences, you will not come across as intrusive.
So beyond "How often should I send newsletters?", you might ask yourself:
"What do I actually know about my recipient?"
"What should my recipient get out of the communication?"
"How often do I genuinely have something relevant to say?"
Intelligent automation can help when you want to adapt the frequency to the individual. It can be set up in two ways:
The system adjusts the pace based on the recipient's behaviour
The recipient is given the option of adjusting the frequency themselves
In practice our experience is that a combination works well. The system handles the technical side, while you ensure the relevance of the content and stay in touch with the user experience.
Unsubscribes are a natural part of email marketing. An unsubscribe rate of between 0.1 and 0.5% of recipients every time you send is not unusual, so it can cost 100–500 unsubscribes every time you send 100,000 mails.
After a year, typically around 20% of your recipients are no longer active – either because they unsubscribe or because they stop opening mails. That is why we recommend cleaning up your inactive recipients on an ongoing basis. If you do not, you risk your mails ending up in spam, not just for the inactive recipients but generally.
Based on what we have seen work before, we suggest this solution to a high unsubscribe rate:
Reduce the frequency of mails to inactive recipients.
For those who still do not respond, start a reactivation flow where the content stands out from the mails you usually send.
Delete the recipients who still do not respond.
This model both shows consideration for the recipient and helps you keep a healthy mailing list.
Our experience of how often you should send newsletters boils down to three overall recommendations:
The more relevant, the more frequent. When recipients get content that makes sense to them, the rhythm is not experienced as a burden, and they will accept more mail without unsubscribing.
Turn it up and down in step with the recipient's signals. When you see or expect interest to be high, you can send more often. For recipients who are close to buying something, a higher frequency can add real value. Turn the frequency down when you see the opposite.
Clean your database regularly. It gives you a clearer picture of how many new sign-ups you need – and protects your reputation with mail providers.
The answer to the question "How often should I send newsletters?" is individual, and ultimately it comes down to balance – between rhythm and relevance. Find it, and the newsletter creates value for recipient and sender alike.